某汽車ALDI深度體驗方案ymh

奧迪A6LTDI深度體驗方案

AudiA6LTDI-depthexperienceoftheprogram廣州國云風(fēng)廣告公司GAAC2009年11月8日目錄catalog活動背景BackgroundActivities活動創(chuàng)意CreativeActivities媒介傳播MediaCommunication費(fèi)用預(yù)算Costestimates目錄catalog活動背景BackgroundActivities活動創(chuàng)意CreativeActivities媒介傳播MediaCommunication費(fèi)用預(yù)算CostestimatesTDI銷售現(xiàn)狀不盡人意利益訴求有偏差主流輿論的環(huán)保訴求對車主無實質(zhì)性利益節(jié)油特性對該級別的車主不是關(guān)鍵性影響對柴油發(fā)動機(jī)的誤解依然存在冒黑煙跟國內(nèi)油品質(zhì)量不匹配發(fā)動機(jī)穩(wěn)定性差加油時跟貨車拼位置TDIsalesunsatisfactorystatusquoInterestdemandstherearedeviationsMainstreammedia'senvironmentalclaimsandsubstantialbenefittotheownersofnon-Theownersoffuel-savingfeatureisnotcriticaltothelevelofimpactAmisunderstandingofthedieselenginestillexistsBlackSmokeDomesticfuelqualitydoesnotmatchwiththeStabilityofdifferenceengineTofightwiththelocationofrefuelingtrucks需要從“汽車”最本質(zhì)的屬性去發(fā)掘利益點Needfromthe"car"themostessentialpointofthepropertytodiscovertheinterestsof社會利益Socialbenefits基本利益Basicinterests核心利益Coreinterests動力Power舒適、操控、節(jié)油Comfort,control,fuel-efficient節(jié)能、環(huán)保Energy-saving,environmentalprotection策略思考創(chuàng)意以“動力”為核心的深度體驗

提高終端集客質(zhì)量終端整合，統(tǒng)一行動店頭包裝，GAAC負(fù)責(zé)統(tǒng)一提供物料設(shè)計和話術(shù)提高參與門檻，通過比賽獲取參與資格傳播整合傳播上與經(jīng)銷商現(xiàn)有廣告資源實現(xiàn)最大整合GAAC負(fù)責(zé)統(tǒng)一提供設(shè)計體驗活動策劃以產(chǎn)品體驗為平臺融入團(tuán)隊互動類型的生活方式體驗CreativeThinkingStrategiesThe"power"asthecoreofthedepthofexperienceToimprovethequalityoftheterminalset-offTerminalintegration,unityofactionStorethefirstpackage,GAACisresponsibleforprovidingaunifieddesignandmaterials,ifsurgeryEnhanceparticipationthresholdforeligibilityforparticipationbyraceCommunicationIntegrationCommunicationwithdistributorstoachievemaximumintegrationoftheexistingadvertisingresourcesGAACresponsibleforcentralizingtheprovisionofdesignExperienceeventplanningExperienceasaplatformforproduct-Integrationintotheteamtoexperienceaninteractivetypeoflifestyle目錄catalog活動背景BackgroundActivities活動創(chuàng)意CreativeActivities媒介傳播MediaCommunication費(fèi)用預(yù)算Costestimates活動主題ThemeT級體驗既有TDI級別也有“特級”的意思T-classexperienceforbothTDI-levelalsohasa"super"means1簡單上口，容易傳播Simpleandcatchy,easytospread2副標(biāo)題點名活動的身份，是針對A6LTDI的SubheadingnamedactivitystatusisaimedattheA6LTDI3T級體驗行動--奧迪A6LTDI深度試駕之旅T-classexperienceofaction-AudiA6LTDI-depthtestdriveofthetrip經(jīng)銷商店店頭活動動創(chuàng)意車內(nèi)投籃比賽知識問答繞S單邊橋駕駛比賽兩人一組，在一人的指揮下，另一人開車通過S單邊橋，取兩人中最好的成績?yōu)橛行С煽儯滑F(xiàn)場報名者隨機(jī)組合，每兩人一組；車內(nèi)的駕駛者配合同車同伴，以投籃入筐者獲勝；同投籃組合，進(jìn)入知識問答環(huán)節(jié)，在電腦商選擇奧迪問卷，問題主要是A6L技術(shù)亮點所帶來的駕駛者利益；Dealer-the-counteractivitiesofcreativeRace-carshootingKnowledgeQ&ADrivingaroundtheSunilateralBridgeCompetitionTwo-group,underthecommandofaperson,anotherpersontodrivethroughtheSunilateralbridge,takethetwobestresultsfortheeffectiveperformance;On-siteregistrationwererandomlyassignedtocombinationsofeachpair;Cardriverswiththesamecarcompanion,inordertoshootintothebasketwins;Combinedwiththeshotintothequizlinks,achoiceofAudiinthecomputerquestionnaire,theproblemiscausedbyA6Ltechnicalhighlightsoftheinterestsofdrivers;經(jīng)銷商店店頭活動動現(xiàn)場效效果圖Dealer-the-countereffectsoftheactivitysitemap來賓簽到到分組培訓(xùn)、規(guī)規(guī)則介紹紹全體合影影正式比賽賽公布成績績嘉賓頒獎獎結(jié)束退場經(jīng)銷商店店頭活動動運(yùn)營示示意圖Dealer-the-countereffectsoftheactivitysitemap4S店停車場場宣傳牌牌4S店內(nèi)專題題易拉寶寶店頭宣傳傳ShopHeadPublicity媒體宣傳傳Media經(jīng)銷商店店頭活動動運(yùn)營示示意圖Dealer-the-countereffectsoftheactivitysitemap比賽篩選選CompetitionScreening各城市經(jīng)經(jīng)銷商在在所在地地廣場進(jìn)進(jìn)行集中中篩選Placetheseatofdealersinvariouscitiescentralizedscreening每家店最最終勝出出30人，共15對組合，，按比賽賽成績高高低篩選選Thefinalwinnerofeachstore30,atotalof15pairsofcombinations,accordingtomatchthelevelofscreeningresults場地推薦薦Recommendedsites泉州：海海峽體育育中心廈門：五五一文化化廣場福州：金金山展覽覽城深度體驗驗活動創(chuàng)創(chuàng)意Thedepthofexperience,creativeactivity嘉賓每兩兩人一組組，駕駛駛A6L2.7TDI挑戰(zhàn)福建建天門山山盤山道道位于福建建省福州州市永泰泰縣嶺路路鄉(xiāng)境內(nèi)內(nèi)，距離離永泰縣縣城13公里，距距離福州州市區(qū)76公里。主主峰海拔拔1130米。Guestsinteamsoftwo,drivingA6L2.7TDIchallengeFujianTianmenshanwindingRoadYongtaiCountyislocatedinFuzhouCity,FujianProvinceinLingRoad,Township,13kilometersawayfromYongtaicounty,76kilometersawayfromFuzhou.Peakelevationof1130meters.心智與體體力的極極限挑戰(zhàn)戰(zhàn)：瀑降降（如溫溫度太低低則改為為崖降））Thelimitsofmentalandphysicalchallenges:Falldown(suchasthetemperatureistoolowwillbechangedtocliffdrop)深度體驗驗活動創(chuàng)創(chuàng)意Thedepthofexperience,creativeactivity深度體驗驗活動創(chuàng)創(chuàng)意明察秋毫毫：現(xiàn)場用兩兩部車，，每兩人人為一組組，兩組組進(jìn)行PK；每組設(shè)置置好自己己車內(nèi)的的儲物空空間、MMI等，對方方觀察1分鐘；然后各自自分別用用1分鐘進(jìn)行行調(diào)整自自己車內(nèi)內(nèi)的安排排；交換后互互相觀察察做了哪哪些調(diào)整整，以發(fā)發(fā)現(xiàn)最多多者獲勝勝；通過娛樂樂方式體體驗A6L人性化的空間間設(shè)置、MMI等設(shè)備；Thedepthofexperience,creativeactivityPerspicacious:Thescenewithtwocars,twoforeachgroup,twogroupsPK;Eachvehiclesetuptheirownstoragespace,MMI,etc.,theotherobserved1minute;Then1minuteeachwereusedtoadjusttheircararrangements;Aftertheexchangeofobservationswitheachotherwhathadbeendonetoadjusttofindthegreatestnumberofwins;Formsofentertainmentexperiencesthroughuser-friendlyspaceA6Lsettings,MMIandotherequipment;活動流程設(shè)計計

活動結(jié)束

瀑降拓展

分組試駕

統(tǒng)一出發(fā)店頭選拔

共120人B組旅游B組試駕次批準(zhǔn)備活動廣告每店30人A組試駕A組旅游首批返程Activities,processdesign

Endoftheevent

Waterfalldowntoexpand

Grouptestdrive

UniformstartingShop

HeadSelectionAtotalof120peopleBGroupTravelGroupBtestdriveOfthegranttoprepareActivitiesAd30peopleperstoreAgroupoftestdriveAgroupoftourismReturnfirst目錄catalog活動背景BackgroundActivities活動創(chuàng)意CreativeActivities媒介傳播MediaCommunication費(fèi)用預(yù)算Costestimates媒介傳播計劃劃Themediacommunicationplan預(yù)熱期PreheatPhase11。02-12.06后續(xù)期Thefollow-upperiodof12.14-12.31活動期Activestage12.12-12.13傳播模式奧迪A6LTDI深度試駕T級體驗行動事前預(yù)熱事后報道深度體驗事件傳播TDI環(huán)保節(jié)能對比報道動力性能環(huán)保節(jié)能性價對比性價對比動力性能經(jīng)濟(jì)節(jié)油ModeoftransmissionAuditestdriveA6LTDIDepthTClassActionExperiencePreheatadvanceSubsequentlyreportedDepthofexperienceEventCommunicationTDIenvironmentprotectionandenergyComparisonreportDynamicperformanceGreenEnergyPrice-comparisonPrice-comparisonDynamicperformanceEconomicfuel-efficient事前預(yù)熱硬廣宣傳1.宣傳載體：路路牌、報紙、、電梯廣告、、電臺、網(wǎng)絡(luò)絡(luò)等；2.宣傳模式：國國云風(fēng)提供畫畫面，4S店日常廣告計計劃替換；軟文報道1.宣傳載體：報報紙電臺網(wǎng)網(wǎng)絡(luò)電視視2.傳播內(nèi)容：■奧迪A6LTDI深度試駕活動動事件，店頭頭征集■奧迪TDI發(fā)動機(jī)節(jié)油性性能報道■汽油柴油發(fā)動動機(jī)對比報道道網(wǎng)絡(luò)互動傳播播1.網(wǎng)絡(luò)平臺：易易車網(wǎng)主頁嵌嵌入式2.互動游戲：TDI拼圖游戲miniwebPreheatadvanceHardwidepublicity1.Propagandavehicle:roadsigns,newspapers,elevatorads,radio,Internet,etc.;2.Publicitymode:WindCloudStatetoprovidethescreen,4Sshoptoreplacethedailyadvertisingprogram;Soft-Wenreports1.Publicityvector:NewspapersRadioInternetTV2.Disseminationofcontent:■AudiA6LTDItestdrivetheactivitiesofthedepthoftheevent,shopheadcollection■AudiTDIengineperformance,fuel-efficientcoverage■ComparisongasolinedieselenginecoverageInteractiveCommunication1.NetworkPlatform:easyvehicleembeddednetworkHome2.Interactivegames:TDIpuzzleminiweb媒體選擇報媒：福州地區(qū)《福州日報》《福建日報》《福州晚報》《海峽都市報》《東南快報》廈門地區(qū)《海峽生活報》《廈門商報》《海峽導(dǎo)報》《廈門晚報》《廈門日報》泉州地區(qū)《晉江經(jīng)濟(jì)報》《泉州晚報》電視：福建地區(qū)：都都市時尚頻道道

經(jīng)濟(jì)濟(jì)生活頻道東東南電電視臺體體育頻道福州地區(qū)：新新聞綜合頻道道

生活活頻道廈門地區(qū)：廈廈門衛(wèi)視生生活活頻道泉州地區(qū)：晉江電視臺臺都都市生活頻道道

新聞聞綜合頻道MediaSelectionNewspapermedia:Fuzhou"FuzhouDaily""FujianDaily""FuzhouEveningNews""ChannelDushiBao","SoutheastExpress“Xiamen"StraitsAl-Hayat""XiamenDaily""StraitHerald""XiamenEveningNews""XiamenDaily““Quanzhou"JinjiangEconomicNews","QuanzhouEveningNews"TV:FujianProvince:UrbanFashionChannelsoutheastoftheeconomiclifeofTVSportsChannelFuzhou:NewsComprehensiveChannelLifeChannelXiamen:XiamenTVlivechannelsQuanzhou:JinjiangCityLifeTVChannelNewsComprehensiveChannel媒體選擇電臺：福建地區(qū)：交交通廣播福州地區(qū)：交交通廣播巴巴士廣播播網(wǎng)廈門地區(qū)：閩閩南之聲新新聞廣播播

經(jīng)濟(jì)濟(jì)交通廣播泉州地區(qū)：FM904交通頻道網(wǎng)絡(luò)：騰訊汽車頻道道易車網(wǎng)MediaSelectionRadio:FujianProvince:TrafficRadioFuzhouRegion:TrafficRadioBusRadioNetworkXiamen:FujianTrafficRadiotheVoiceofnewscastseconomyQuanzhou:FM904trafficchannelNetwork:TencentAutoChannelEasyCarNetwork事后傳播調(diào)性性傳播表現(xiàn)：事件過程報道道，4S店店頭配合參與者體驗感感言優(yōu)異的動力性性能與經(jīng)濟(jì)節(jié)節(jié)油及綠色環(huán)環(huán)保的表現(xiàn)方法手段：活動專題網(wǎng)路路試駕報道Miniweb活動總結(jié)論壇壇活動事件新聞聞花絮報道使用者深度訪訪談以及活動動手記SubsequentdisseminationofTonalityCommunicationPerformance:Courseoftheincidentreport,4SstoresarethefirstlinewithParticipantsexperiencethereflectionsExcellentdynamicperformanceandeconomicperformanceoffuel-efficientandgreenenvironmentalprotectionMethodsandmeans:ActivitiesfeatureonlinetestdrivereportForumMiniwebsummaryofactivitiesEventsNewsSnapshotsreportNotesfromtheuser-depthinterviewsandactivities媒體傳播效果果評估平面報廣：覆蓋區(qū)域福州州、廈門、泉泉州等主要城城市傳播人群：一一般消費(fèi)人群群100萬人次以上傳播效果預(yù)估估：建立奧迪迪TDI節(jié)能環(huán)保產(chǎn)品品形象電視電臺：覆蓋區(qū)域福州州、廈門、泉泉州等一線城城市主要消費(fèi)費(fèi)人群傳播人群：一一般消費(fèi)人群群200萬人次以上傳播效果預(yù)估估：建立A6LTDI強(qiáng)勁動力的產(chǎn)產(chǎn)品功能印象象網(wǎng)絡(luò)媒體覆蓋區(qū)域東南南小區(qū)主要汽汽車消費(fèi)市場場及人口傳播人群：汽汽車消費(fèi)人群群50萬以上傳播效果預(yù)估估：轉(zhuǎn)換消費(fèi)費(fèi)者對TDI發(fā)動機(jī)的產(chǎn)品品誤區(qū)MediadisseminationofimpactassessmentPlanereportedwidely:Coveragearea,Fuzhou,Xiamen,QuanzhouandothermajorcitiesinDisseminationofpopulation:generalconsumerpopulationformorethan1millionpassengertripsDisseminationofresultsexpected:ToestablishtheimageofAudiTDIenergy-savinggreenproductsTelevisionandradio:Coveragearea,Fuzhou,Xiamen,Quanzhoucity'smainconsumergroupssuchasfirst-lineDisseminationofpopulation:generalconsumerpopulationformorethan2millionvisitorsDisseminationofresultsexpected:theestablishmentofA6LTDIproductfeaturesastrongimpressionofpowerOnlineMediaSouthEastDistrictcoverageareaandpopulationinthemajorautomotiveconsumermarketDisseminationofthecrowd:AutomotiveConsumerpopulationsmustreach50millionormore,Disseminationofresultsexpected:ConversionoftheTDIengine'sproductstoconsumersMisunderstanding媒體傳播量預(yù)預(yù)估Estimatetheamountofmediacommunication平面報廣宣傳傳軟文20篇（含）以上上，不含轉(zhuǎn)載載電視電臺傳播播20次（含）以上上網(wǎng)路媒體傳播播30篇次（含）以以上，含文字字、視頻、圖圖片，不含各各大網(wǎng)站轉(zhuǎn)載載Planereportedthatwidepublicityofsoft-Wen20(inclusive)above,non-reproducedTelevisionandradiotransmission20times(inclusive)ormoreInternetmediacommunication30Pianci(inclusive)above,includingtext,video,pictures,reproducedwithoutmajorwebsites媒體傳播價值值Thevalueofmediacommunication平面報廣：軟軟文報道20篇，報道文字字3萬字以上，媒媒體報道價值值人民幣15萬元以上電視電臺：新新聞以及專題題報道視頻以以及音頻合計計30分鐘以上，總總計價值人民民幣18萬元以上網(wǎng)路媒體：汽汽車專業(yè)網(wǎng)站站相關(guān)報道及及轉(zhuǎn)載達(dá)100篇次以上，預(yù)預(yù)估廣告價值值人民幣15萬元以上Planereportedwidely:softpaperreportedthat20,thereporttextformorethan30000words,themediareportedthatmorethan150,000yuanworthTelevisionandradio:newsandfeaturecoveragevideoandaudiotogether,morethan30minutes,atotalofmorethan180,000yuanworthNetworkMedia:Automotiveprofessionalwebsitesrelatedtoreportsandreproducedmorethan100Pianciisestimatedadvertisingvalueofmorethan150,000yuan謝謝thank9、靜夜四無鄰鄰，荒居舊業(yè)業(yè)貧。。1月-231月-23Thursday,January5,202310、雨中黃葉樹樹，燈下白頭頭人。。22:55:5122:55:5122:551/5/202310:55:51PM11、以我我獨(dú)沈沈久，，愧君君相見見頻。。。1月-2322:55:5122:55Jan-2305-Jan-2312、故故人人江江海海別別，，幾幾度度隔隔山山川川。。。。22:55:5122:55:5122:55Thursday,January5,202313、乍見翻疑夢夢，相悲各問問年。。1月-231月-2322:55:5122:55:51January5,202314、他鄉(xiāng)生白發(fā)發(fā)，舊國見青青山。。05一月202310:55:51下午午22:55:511月-2315、比不了得得就不比，，得不到的的就不要。。。。一月2310:55下午1月-2322:55January5,202316、行行動動出出成成果果，，工工作作出出財財富富。。。。2023/1/522:55:5122:55:5105January202317、做前，能夠夠環(huán)視四周；；做時，你只只能或者最好好沿著以腳為為起點的射線線向前。。10:55:51下午午10:55下下午22:55:511月-239、沒有有失敗敗，只只有暫暫時停停止成成功?。?。1月-231月-23Thursday,January5,202310、很多事事情努力力了未必必有結(jié)果果，但是是不努力力卻什么么改變也也沒有。。。22:55:5122:55:5122:551/5/202310:55:51PM11、成功就就是日復(fù)復(fù)一日那那一點點點小小努努力的積積累。。。1月-2322:55:5122:55Jan-2305-Jan-2312、世間成事事，不求其其絕對圓滿滿，留一份份不足，可可得無限完完美。。22:55:5122:55:5122:55Thursday,January5,202313、不知香積寺寺，數(shù)里入云云峰。